Sing Like A Champion: A Gateway Chorus Success Story
By: Cara Bedford, Marketing Coordinator Gateway Chorus
The world of choral (yes I know we are chorus’, I can hear you - but trust me your new potential members don’t know what that is yet) singing is vibrant and diverse, offering a rich tapestry of experiences that range from the casual joy of communal song to the disciplined artistry of competitive performance. At the heart of this world, education always reigns supreme therefore programs like Gateway Chorus' "Sing Like A Champion" this fall worked a thought-leadership angle like no other. This six-week journey not only set a precedent for recruitment campaigns in the future for our chorus, but also underscored the power of music to unify, educate, and transform.
The Genesis of an Idea
"Sing Like A Champion" was born out of a desire to open the doors of barbershop singing to a wider audience. From its inception, the program was designed to be more than just a recruitment tool; it was a comprehensive educational experience tailored to vocalists of all levels. The campaign, running from September 19th to October 24th, 2023, aimed to attract newcomers to the world of acapella singing.
The Campaign Unfolds
The marketing strategy for "Sing Like A Champion" was multifaceted, combining digital advertising with a strong push on social media, local network and community outreach, and the personal touch of member-to-member invitations. This approach not only maximized reach but also created a sense of anticipation and excitement around the program. The marketing plan for this event started 4 weeks prior to the event, casting communications and creating a sense of FOMO (fear of missing out) around the education event.
The response was overwhelming: over 50 individuals signed up, with 42 attending the first session. This level of interest was a testament to the campaign's effectiveness and the allure of our singing style.
A Curriculum of Harmony
Each week, participants were introduced to different themes central to the art of barbershop singing, from vocal health and technique to the intricacies of harmony and note theory. The program was structured to allow participants to learn in an adjacent classroom before joining the main chorus, fostering a supportive and immersive learning environment.
The focus on education was palpable, with members of the music team stepping forward to share their knowledge and passion. This collaborative effort not only enriched the participants' experience but also strengthened the chorus's sense of community and purpose.
Results and Reflections
The outcomes of "Sing Like A Champion" speak volumes: out of the initial attendees, 20 completed the full program (the full 6 weeks), and 13 took the significant step of joining Gateway Chorus. These numbers, however, only tell part of the story. The true success of the program lay in its ability to create a welcoming and inclusive space where individuals could explore their musical talents, learn from seasoned performers, and connect with a community of like-minded enthusiasts.
Feedback from participants highlighted the program's role in demystifying the world of acapella singing and showcasing Gateway’s culture of being a space of learning open to all. Many appreciated the "come as you are, be who you be" ethos, which encouraged personal expression and mutual respect.
Looking Ahead
"Sing Like A Champion" set a new benchmark for recruitment and education for us at Gateway. Its success has paved the way for future initiatives aimed at nurturing talent, fostering community, and celebrating the joy of singing together.
As Gateway Chorus looks to the future, the legacy of "Sing Like A Champion" will undoubtedly continue to inspire and guide its efforts to bring the art of barbershop to new audiences. In the end, the program was more than a recruitment campaign; it was a celebration of voice, a journey of discovery, and a testament to the transformative power of music.